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Most people assume that 60 percent to 90 percent of the group given the clue would solve the puzzle easily. What’s more, in statistical terms, this 5 percent improvement over the subjects of Guilford’s original study is insignificant.
In other words, the difference could easily be due to what statisticians call sampling error.
No one, that is, before two different research teams—Clarke Burnham with Kenneth Davis, and Joseph Alba with Robert Weisberg—ran another experiment using the same puzzle but a different research procedure.
Both teams followed the same protocol of dividing participants into two groups.
Because the solution is, in hindsight, deceptively simple, clients tended to admit they should have thought of it themselves.
Because they hadn’t, they were obviously not as creative or smart as they had previously thought, and needed to call in creative experts. The nine-dot puzzle and the phrase “thinking outside the box” became metaphors for creativity and spread like wildfire in marketing, management, psychology, the creative arts, engineering, and personal improvement circles.
Yet participants’ performance was not improved even when they were given specific instructions to do so.
That is, direct and explicit instructions to think outside the box did not help.
At the first stages, all the participants in Guilford’s original study censored their own thinking by limiting the possible solutions to those within the imaginary square (even those who eventually solved the puzzle).
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It was an appealing and apparently convincing message.
Indeed, the concept enjoyed such strong popularity and intuitive appeal that no one bothered to check the facts.